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User Permissions for Google Analytics

Google Analytics Permissions for SEO

“Just Google It…” how often do we utter this phrase on a daily basis? The fact that Google has become the go to source for searching the internet didn’t happen overnight. However, there’s no disputing that the masterminds at Google understand how to make search engines work for clients and consumers – and a good marketer knows how to make Google work for them, get more info.

Google has created many different tools to assist SEO professionals with their efforts, the most commonly used is Google Analytics. The great thing about Google Analytics is the ability to set different users and permissions for each individual utilizing the program. This provides more control and easier management for the leader of each project.

Let’s dive into adding user permissions within your Google Analytics system and how to change user permissions in Google Analytics.

Adding Users to Google Analytics and Modifying Permissions

Google Analytics is an important tool to utilize in your SEO campaigns. The information that the program provides can be invaluable, and the fact that it’s a free tool makes it easy to justify using it for SEO planning. Add a user to Google Analytics and maintaining various permissions is another great feature to take advantage of with your online marketing team.

Google Analytics can be a bit overwhelming if you are unfamiliar with the interface, but don’t get discouraged – it is pretty easy to navigate when you know where to look! We’ll start with how to access Google Analytics.

Start by logging into Google will ask for your email address and password for your user account – enter this information and you’re in to the analytic dashboard! If your Google Analytic permissions are set to allowing access to administrative permissions, you have the ability to add, remove, and modify different users and their Google Analytic permissions. Each user can have different access to on their account, making it as customizable as necessary for your marketing team.

It’s important to remember to keep administrative rights to those that you’d like to have open access to each account. This person will have the ability to change any aspect of users that have Google Analytics access. Ensuring that each user has the proper permissions can save issues in the future.

Looking at Google Analytics Dashboards

You can add as many users to your Google Analytics account as you like! The trick is to understand what level you’d like to add the user to in your account.

Google Analytic Accounts

Google allows users to be created on an Account, Property, or View level. Each of these levels has a different purpose. Let’s review each level to gain a better understanding of where to create appropriate user accounts for your SEO needs.


  • The main access point for your Analytic structure. This is the top level of your organization and in the Analytic system.
  • One account must be set up to grant access to Analytics, and from this point, you can designate the properties you want to track.
  • Each connection between the account and properties is completely up to you.
  • You can have a one account/one property or one to several relations between account / various properties.


  • Property = Website or mobile app. An account can carry more than one property. This means you can track analytics for your website, your mobile app, and your point of sale system all through the same Google Analytics account.
  • Properties are where your Analytic data comes from.
  • When you add a property to an account, Analytics will create a unique tracking code for that particular property. This helps when gathering data, and makes it incredibly easy to view your statistics from your dashboard.


  • Views = where you see reports for each property.
  • Views can be defined with specific data, and each user can be tailored to only see specific reports based on that view’s particular data.
  • A property may contain more than one view.
  • One view may show analytics for
  • Another view will show ONLY traffic from pay per click campaigns to your mobile site.
  • And a third view will only show traffic from a redirected domain.
  • By default, views are created when a new property is added, and no filters are set from initial setup.
  • Data created by views begin on the date the view was added to your Analytics account. If your view is created on March 1st, 2017, the data will begin on March 1, 2017. No data prior to this date will populate.

How to add users to Google Analytics?

Add users to Google Analytics

Adding users to Google Analytics can be done at any of the above levels. To do so, access Google Analytics as stated above. From this dashboard, follow the following instructions:

  1. Select the “admin” tab and select the appropriate account, property, or view.
  2. In the appropriate column, click User Management.
  3. You will see a text field under “Add Permissions For”. Add the user’s Google Account.
  4. Select the different permissions you’d like to grant this user.
  5. Check “notify by email” to, you guessed it, notify the user that they have been added to your Analytics account.
  6. Click “Add”.

Congratulations, you’ve added your first user to your Google Analytics account!

Modifying Users

As an administrator, you have access to modify users in your Analytics account at any time. There are a few different options for modifying users.

  • You can give a user read only permissions for a specific view. This means that this person can only view that particular report – no editing allowed.
  • Edit gives the user permissions to edit the data at either the view or property level.
  • Remember that allowing permissions from a higher level overrides permissions added from a lower level.
  • For example – if you give permission at the property level, this overrides any permissions at the view levels.

Deleting Users

Google Analytics - deleting users

Removing users is easy. Follow the same steps to access your dashboard.

  •     Click on the account column.
  •     Select user management
  •     Find the email address you’d like to remove.
  •     Click delete.

This will remove the user and their permissions from your Google Analytics account.

Different Types of Permissions

As we talked about, there are different types of permissions that you can set for each user in your Analytics account. Each permission can be selected for each individual user, so be certain that the right people have the right access!

Google Analytics - different types of permissions

The different permissions are as follows:

Manage Users

  •     This will allow any user the ability to add, modify, and delete users at any level in your Analytics account.


  •     This user can perform administrative uses such as add/edit/delete users, create properties, create views, etc.
  •     Users can view report data.
  •     Edit permissions is needed to create and to apply report filters.


  •     Allows users to create assets and share with other users.
  •     Collaborate on assets – which means editing dashboards.

Read and Analyze

  •     This allows a user to view report and configurations, and manipulate data inside reports. This means adding filters, segments, etc.
  •     A user can create assets – both personal and shared.

Remember – permissions set for a child account will supersede permissions for a parent!

Additional Settings

There are additional settings that each user can utilize to personalize their accounts in Google Analytics. These include:

Google Analytics - edit user settings

  •     Changing the desired language that the data is displayed.
  •     Change the default date range.
  •     Decide which email notifications you receive.

To access these additional settings, sign into your Analytics account.

  •     Select User Settings from the menu.
  •     Edit your settings and click Save User Settings.

Owners, Users, and Permissions

We discussed the different permissions you can set for each user in your analytics account. Let’s review a bit on the topic of owners.

Owners have complete control over everything in your Analytics account. We sometimes refer to them as administrators. The can access the following:

  •     User control – adding/deleting/editing.
  •     Configure settings for each user.
  •     Complete access to view all data.
  •     Access to use all tools.

Owners are broken into two different types – Verified Owners and Delegated Owners.

  •     Verified Owners have been authenticated by Google as the owner of the property associated with the Analytics account, OR the user has performed an action to authenticate themselves as the owner of the account.
  •     Delegated Owners have not verified ownership of the property associated with the account.

Users can be Full or Restricted.

  • Full users have view rights to data.
  • Restricted users have only simple view rights on data.

An associate is defined by Google Analytics as a Google property (AdWords Account, or Google+ Account). If someone request associate with your website through your Analytics account, specific capabilities will be granted to them as an associate. For example – associating a mobile application with your website will let Google show results links that correspond to the mobile application, not your website. Google is just that smart!

While this is a lot of information to cover, the benefits of setting up your Google Analytics account with proper users and correct permissions can go along way to help you with a successful SEO campaign. Administrative tasks can seem daunting at first, however, can save a lot of time in the future!

Remember to update, edit, and review your users and permissions regularly to ensure that proper access is in the hands of the right people. Then sit back, and watch your SEO team go to work with their new data!

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